1 Single view of customer
T
ransforming Digitally T
o Redefine The Customer Experience
SINGLE VIEW OF THE CUSTOMER
Connecting the dots from enterprise to digital

2 Single view of customer
Transforming Digitally to Redefine the Customer Experience
The relevance of Single View of Customer (SVOC) is paramount to delight the customer, leveraging
data to drive the customer-organisation relationship thus transforming to a customer-centric insurance
company.
Insurance, unlike many other
products and services is not
transactional in nature. Though,
its contract obligations are well
defined, its implications and
experiences are perpetual.
There have been several
changes across the customer
life cycle in insurance. Not just
from a technology integration
point of view, but through the
entire process of identifying,
prospecting, converting,
engaging and retaining. While
these changes are opportunities
for insurers, they are also adding
complexities through the life
cycle.
The entire insurance sector
is witnessing widespread
digital transformation. Digital
Transformation is not just another
ICT upgrade. It is to repurpose
the existence of businesses. The
lowest form of transformation
efforts is driven by reducing
paper and forms. However, the
ultimate scope is to enhance the
customer experience. There are
several individuals involved in
the insurance sector including
agents, customer service
representatives, policyholders,
claimants and beneficiaries,
who want interactions to be
fast, accurate, mobile and very
personalised – all in real-time.
Customer centricity has been
the main change agent in the
insurance sector. Insurance
companies are moving from
policy centricity to customer
centricity and this journey cannot
be overnight. This is not an
easy transformation as it means
democratising the sector, which
has been so far creating single
solution for all.

3 Single view of customer
THE CHANGING INSURANCE ECOSYSTEM
The Pressure Points – Insurance firms need to catch up with the Rapidly Evolving Ecosystem around them.
THE VIEW OF ASSURANCE
Expectations from
Interactions have Shifted
A Light Bulb Moment* for
Insurance Firms
Customers want one conversation across
multiple channels and departments
They expect laser sharp and valuable
communication, only when absolutely needed
They are looking for self-service options that
resolves issues in real-time
Integrating with
Legacy Systems is Critical
Though new technology is naturally desirable,
the cost and effort to integrate with
legacy systems can become a deterrent
The risks involved in the process
can also act as a factor for a
cautionary approach
Insurance Products are
becoming Commoditised
Firms are making price a driving factor in the
absence of any other differentiator –
thus squeezing margins
Disruptive Insurtech firms are further coming up
with new and relevant products and offers,
targeting specific segments and scenarios
GAFAA is here
Data – they know more about the consumer
than anybody else, and they are defining the
benchmarks for customer engagements and
expectations
* A moment of inspiration and realisation
Insurance is assurance. There
is nothing more reassuring than
making customers believe that
they are well understood. Single
View of Customer (SVOC) is the
most effective digital intervention
of infusing assurance in a
customer.
A user is omnipresent on various
digital channels. In each of the
instance, the user leaves ‘digital
traces’ in the form of data. This
data, within the ambit of data
privacy and usage governance
laws, can be collated and
converted into meaningful insights
leading to customer centricity.
In typical life insurance
transactions, a basic profiling is
achieved at the time of signing
up of a customer. After this a
policy is issued and the window
of knowing the customers is
almost shut. The challenge in this
approach is insurance companies
hardly have any clue about the
life events of the insured, for
which the insurance company has
registered a risk in their books.
Digital proliferation is on the
rise. People including the
insured leave behind patterns
of their lifestyle, activities and
engagements. These data
streams throw up meaningful
information and insights. Parallel

4 Single view of customer
SINGLE VIEW OF CUSTOMER
to this, insurance companies also
have a digital tree, through which
they communicate and engage
with different entities.
All of these channels, if effectively
utilised and integrated, can help
insurance companies know a lot
their customers and their families,
which will not only help them sell
the right products, but create a
‘smart’ and ‘intelligent’ customer
experience.By integrating various
digital streams, which have
their own data potential, the key
advantage that an insurance
company benefits with is that it
constantly keeps an updated
profile of its customers resulting
in what could be referred to as
dynamic profiling.
The concept of dynamic profiling
could lay the foundation of
customer centricity and aide
insurance companies to shift
from the policy centric legacy
approach. This also empowers
customer service representatives
to drive into more of consultative
and advisory roles where they can
solicit based on the real-time life
stages and developments of an
insured person.
SVOC is not just a data
aggregation technique or
solution. This single view
gives all the interfaces of an
insurance company — including
agents, customer service
representatives, underwriters
and claim processing agents
— a single unambiguous
picture of the customer. SVOC
helps organisations achieve a
single view or understanding
of a customer. The insights
and inferences derived using
analytics, artificial intelligence
and machine learning algorithms
add value in the customer
understanding.
SVOC can delight the customers
of an insurance company in
several ways. A dynamic profile
that is captured in the single view,
can proactively suggest about
major events like marriage, birth
of a child, divorce, accidents,
medical conditions or even death
of the principal insured person or
members of the family covered.
This is a marked change in the
prevalent insurance delivery and
engagement model.
An SVOC also aides in
empowering a customer to take
actions. Customers while talking
to service agents manoeuvring
the IVR maze, sometimes abort
their decisions to buy insurance.
This is because of their increasing
frustrations in getting through the
right people as well as feeling
offended by outbound sales
teams. The SVOC can empower
the customer to take the action
based on the prescribed solutions
– up-selling or cross-selling
insurance products based on the
predictive and dynamic profiling
capabilities of SVOC.
The advancements in technology
are no doubt the primary enablers
that make SVOC concept a
success today. More than that, it
is the behaviour of customers that
is adding to its relevance.

5 Single view of customer
The economy is driven by
millennials. We are at the cusp
of passing on the baton to the
Generation Z. This generation is a
digital first generation.
Generation Z sees digital as the
first action platform. Additionally,
millennials and beyond, do not
feel shy in sharing information
over digital platforms. Every life
event is shared and talked by
individuals over one or the other
digital platform. This can be
effectively utilised by sectors like
life and health insurance, which
can derive insights thus helping
insurers to delight a customer
as well as sell value through
redefined experience rather than
selling products.
SINGLE VIEW OF CUSTOMER
An accurate, 360-degree view of any one policyholder across different channels and departments.
Underwriters
 InstantAccess to Underwriting information and
documents
 Enhanced risk assessment with multiple
information sources
 Improved Service levels
 Faster processing of manual cases
 Assist good underwriting decision making
 360 degree view of customer
 Initiate policy servicing requests
 Instant access to customer and policy
information
 History of interactions and customer relationship
 Upsell and Cross sell recommendations
 Omni-channel customer experience
 Improved First Contact Resolution
 Improved Average time to resolution
 Relevant and Accurate responses
 Improved CSAT
 Instant access to Claim info and documents
completeness index
 Adherence to SLAs
 Claim history and fraud detection
 Improved Processing time
Agent
Claim Analyst
Customer Service Representative

6 Single view of customer
The success of SVOC is not
only about implementation, like
digital assets. It should give the
ultimate experience by adding
value to the customer-organisation
interactions. Some may see it
as another ‘dashboard’, which
it is not. Dashboards are to
dynamically and aesthetically
enhance the representation of
data leaving inferences to the
users. SVOC, adds the layer of
intelligence to effectively guide
the users about how to deal with
various scenarios.
The main success factors of an
effective SVOC implementation
are summarised below: -
 UX-UI: There has to be
concise representation of all-
important data and insights of
a customer in one screen. The
single view has to be designed
in line with the flow of the
expected conversation so that
the representative attending a
customer exactly knows where
to look for the information. The
UX-UI has to be predictive
in anticipating the flow of
conversations.
THE SUCCESS INGREDIENTS
HOW MAKES THE CUSTOMER INTERACTION MEANINGFUL?
A customer rings the call centre about addition of a
new family member. The agent can not only modify
the profile but also check if the insurance cover is
adequate with the increase in family size. He can
be more consultative and advise about optimising
the coverage value.
NEW FAMILY MEMBER
Scenario 1
A customer calls to complain about the delay in the
claim process. The representative can look at the
history of the claim and check the present status
exactly knowing the issue with the claims department.
The customer does not need to forward the complaint
to the respective department reducing the turnaround
time. The customer service executive can also
monitor the resolution and proactively ensure that the
resolution is achieved within the period conveyed to
the customer.
CLAIM DELAYED
Scenario 1
Exhibit Scenarios

7 Single view of customer
 Holistic: The SVOC has
to be precise, yet give a holistic
view of a customer. The customer
profile, preferences, life activities,
experiences and all relevant
information needs to be captured.
An effective SVOC sets the right
balance between being precise
as well as holistic.
 Domain knowledge:
SVOC is not just a digital tool. It
is a digitally enabled interface
of a business helping effective
customer engagement. This
can only be achieved through
integration of domain knowledge,
in this case, the insurance
sector. Unless the data is
not meshed with the domain
knowledge, it is rarely going to
fetch value to customers as well
as the insurance company. Pure
data analysis may prescribe a
roadmap which many not pass
the regulatory framework.
 Simplified: The underlying
technologies that fabric an
SVOC are very complicated.
Also, the architecture of various
data streams complicates the
views. However, showcasing
complexities is not the beauty of
an effective SVOC. For the end-
users, SVOC has to be extremely
simple and user friendly. There
has to be an intelligent mask
over the complex underlying
technologies that focus on
increasing the usage, rather than
‘boast’ about technologies in use.
 Compliant: The value
of SVOC is highly corelated
with the data streams and sets
it is integrated to. This also
includes the very personal data
of a customer, which is highly
regulated. The SVOC cannot
override the regulations about the
data privacy of users. It has to be
designed to comply with all the
regulations in place and also be
flexible to comply with future laws
that may be introduced in due
course.
 Scalability: : This is a
very fundamental feature of any
successful digital transformation
agent. The solution has to be
scalable to support business
expansion as well as growth
in user base. The insurance
companies do keep on adding
new products and their variants
from time to time. SVOC has to
support these expansions.
 Future-proofing: The
means of creating digital solutions
are undergoing a rapid change.
Right from coding to packaging,
and delivering the applications,
everything is witnessing
disruption. The evolution of
adding intelligence starting from
AI to ML and now Deep Learning
(DL) is adding value to the overall
proposition. The SVOC can only
remain relevant if it is structured
and designed in a way, where the
new and relevant modules can be
added to future proof it.

8 Single view of customer
The value of SVOC is in its design
and the objectives that are being
met. Even if one of the aspects
among these is ignored, it will end
up in becoming another digital
platform that may offer some
levels of operational benefits.
But, if SVOC has to enhance the
business value, its technology is
as important as the purpose it is
going to serve.
A successful SVOC
implementation partner has to
have the right mix of both, where
it can leverage the best of the
digital building blocks and bring
the equally important domain
expertise.
1. Conceive: The first step
is to think and design a logical
framework of how the insurance
transactions and conversations
take place between an insured
customer and the company.
All the dimensions of how a
lead is generated, prospected,
converted and serviced are first
logically, designed along with
various scenarios of good and
bad experiences that can occur
through the process. For instance,
how is the profile of the insured
person generated? What are the
events and means in which it gets
updated?
How can customers raise
complaints and how are they
segregated from feedback? What
is the claim process and how is
the customer kept updated about
the status of claims? How are the
regulatory changes implemented
and customers informed about the
impact on their policies? There are
many other such scenarios which
are conceptualised to remove
the ambiguities and abstractions
inherent with the insurance
processes.
Candela Labs has the perfect blend of digital
transformation expertise and the domain
(insurance) knowledge – the critical elements
of a successful SVOC implementation.
Using its unique 7C framework, Candela Labs
stitches the abstract and scattered thoughts
into a precise and effective Single View of
Customer (SVOC) in the insurance domain.
The Candela Lab approach in developing an
SVOC for insurance clients is defined in the
following process: -
THE CANDELA DELIGHT
Conceive Channels Categorise Comply Create
Content Conduct

9 Single view of customer
2. Channels: Once the
concept is sketched, the next
task is to identify the streams of
the data that will pour into the
SVOC. The identification of these
data channels will also include
understanding how and in what
format the data is received. The
frequency of the data is also
considered. For instance, there
is internal data available which
is provided by the insured while
signing up the policy. Then there
is data about the performance of
the policy which could be market
driven. There are also other
channels like digital platforms
including social media, where
customers could be talking
about their experience with
the insurer, product relevance,
grievances, and other aspects
of the company. There is also
acquired data that can come
along after integration of various
digital ‘assets’ of a consumer
which can build up a lot of
intelligence into the product. For
instance, Facebook or Twitter
integration can tell a lot about life
stages like marriage, birth of a
child, purchase of new property,
etc., as people keep on updating
and sharing such events with
their social media connections.
Similarly, LinkedIn listening can
tell about the career progression
and income trends.
3. Categorise: The data
channels need to be categorised
after proper cleaning, normalising
and harmonising. Once data is
processed, various categories
are created. For instance, the
data channels adding to the
characteristics of the insured are
clubbed into profile; data about
the performance of the insurance
in product performance; data
about customer engagements
like feedback, complaints and
claims are grouped as service
data. The up-selling and cross-
selling data can be categorised
as suggestive or prescriptive
data. Further categorisation will
also be done on the type and
nature of data. For instance,
if the data is structured or
unstructured, verified or not, etc.
The SVOC has now its channels
identified as well as categorised,
which will now be integrated
for specific purposes. Candela
Labs uses the Data Lake that
stores data gathered in its original
format, which can be accessed
subsequently to further categorise
the data as per the requirement.
These Data Lakes are aligned with
domains, increasing the relevance
of the stored data.
4. Comply: It is important
to filter out the data which
cannot be used due to
regulatory compliances. The
proper acquisition and usage
mechanisms would be put
in place to comply with the
regulations. There could still be
some data that the users would
not want to share, even if the
consent mechanism is put in
between. For instance, the exact
income levels, and some lifestyle
behaviours.
5. Create: Here the SVOC
will have its foundation. The
respective views shall be created
as per the various user groups
and individuals so that they get
the relevant information with
actionable rights to facilitate a

10 Single view of customer
customer. The claims agent
shall get a view enabling smooth
claim process, while a customer
representative can have a broader
role of updating the records,
register a feedback and so on.
6. Content: This adds the
latent power of SVOC. What
kind of content and analytics are
required in the SVOC is defined in
this step of SVOC development.
For instance, gauging the
customer experience can give
insights about probability of
successfully up-selling or cross-
selling. A customer service
representative could suggest
an additional product only after
measuring the experience of the
customer so far, which can be
fetched through analysis of the
historical data. Similarly, at times
customers tend to exaggerate
a problem, like settlement of
claim, updating of profile records,
etc. There are already pre-
defined SLAs, within which these
should happen, and a customer
automatically enters into the SLAs
upon signing the policy. The
customer service representative
can look into the service
pendency insights and update
the customer whether it is within
the SLA, helping in educating
them. The content and analytics
layered over the data defines how
powerful and effective the SVOC
would be.
7. Conduct: Finally, there
has to be some action triggers or
‘click to actions’. This is how a
customer service representative
or any other user of the SVOC will
invoke the desired actions. For
instance, if a customer complains
of not having received the policy
document, the representative
can trigger an escalation to the
courier agency as well as send
a soft copy on the registered
email of the customer. Similarly,
upon being asked to calculate
the premium amount, the
representative might share the
calculations in a visual format
with the customer instantly while
the conversation is still on. There
are various other scenarios where
different modules of actions need
to be invoked depending on how
the query needs to be conducted
satisfactorily.

11 Single view of customer
Are you still not convinced that
SVOC is the right step in your
digital transformation? Well, that
is not unusual.
Highlighted below are queries
that we are asked, along with
questions that may be in your
mind with regard to SVOC:
 We have empowered
different departments with the
best of digital tools and they
are effectively using them. How
would SVOC change things?
SVOC is not to prove that your
company is lacking in digital
infrastructure. It is for having
one integrated and holistic
representation of the customer
within the company and vice-
versa.
 We have a huge repository
of historical customer data which
we effectively analyse. Why do we
still need SVOC?
The current approach is an inward
analysis approach. It does not
create a dynamic profile of your
customer, who is experiencing
change every day. SVOC
ties both the internal historical
data and the external dynamic
activities, putting the customer
first.
 It’s too complicated.
Such complexity will not help
our customer representatives to
handle customers effectively.
The beauty of SVOC
implementation is that it leverages
all the complex technologies
available. Yet it gives the
simplified view to the users for
effective customer handling.
 We are earning good
profits with whatever infrastructure
and processes we have. Why do
we still need SVOC?
Profit centricity is an archaic
approach. No doubt, ultimate
goal of the business is to earn
profits, however, the focus now
is more on customer delight,
which not only brings profits
but also ensures stickiness and
customer personalisation, which
are very essential in digital driven
businesses.
 Will the implementation
stall my current operations? How
will the business continuity be
ensured?
SVOC is not a revamp of the
infrastructure or the processes. It
is an effective medium of handling
and integrating the processes and
engagements. While SVOC would
be implemented in the quickest
possible timeframe, it is not going
to affect the normal business.
© 2018 Candela Labs
All rights reserved. This document is proprietary and confidential.
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